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Abstract:

Methods, systems, and products deliver target content to a pool of
candidates. A target specification is received. A database of subscribers
is queried for the target specification, and a pool of communications
addresses is retrieved having demographic information matching the target
specification. An auction is conducted for the pool of communications
addresses, and a winning bidder's content is sent to the pool of
communications addresses.

Claims:

1. A method of targeting content, comprising: receiving a target
specification; querying a database of subscribers for the target
specification; retrieving a pool of communications addresses having
demographic information matching the target specification; conducting an
auction for the pool of communications addresses; and sending a winning
bidder's content to the pool of communications addresses.

2. The method according to claim 1, further comprising soliciting bids
for the pool of communications addresses.

3. The method according to claim 1, further comprising developing a fee
for querying the database of subscribers for the target specification.

4. The method according to claim 1, further comprising retrieving a
content category associated with the winning bidder's content.

5. The method according to claim 4, further comprising declining to send
the winning bidder's content to a member of the pool of communications
addresses when the content category matches an objectionable category of
content.

6. The method according to claim 1, further comprising retrieving an
advertising-free indication that indicates a member of the pool of
communications addresses declines advertisements.

7. The method according to claim 6, further comprising declining to send
the winning bidder's content to the member of the pool of communications
addresses when the advertising-free indication is retrieved.

8. The method according to claim 1, further comprising retrieving
secondary content that is substituted for the winning bidder's content.

9. A system, comprising: a processor executing code stored in memory, the
code causing the processor to: receive a target specification; query a
database of subscribers for the target specification; retrieve a pool of
communications addresses having demographic information matching the
target specification; conduct an auction for the pool of communications
addresses; and send a winning bidder's content to the pool of
communications addresses.

10. The system according to claim 9, further comprising code that causes
the processor to solicit bids for the pool of communications addresses.

11. The system according to claim 9, further comprising code that causes
the processor to develop a fee for querying the database of subscribers
for the target specification.

12. The system according to claim 9, further comprising code that causes
the processor to retrieve a content category associated with the winning
bidder's content.

13. The system according to claim 9, further comprising code that causes
the processor to decline to send the winning bidder's content to a member
of the pool of communications addresses when the content category matches
an objectionable category of content.

14. The system according to claim 9, further comprising code that causes
the processor to retrieve an advertising-free indication that indicates a
member of the pool of communications addresses declines advertisements.

15. The system according to claim 9, further comprising code that causes
the processor to decline to send the winning bidder's content to the
member of the pool of communications addresses when the advertising-free
indication is retrieved.

16. The system according to claim 9, further comprising code that causes
the processor to retrieve secondary content that is substituted for the
winning bidder's content.

17. A computer readable medium storing processor executable instructions
for performing a method, the method comprising: receiving a target
specification; querying a database of subscribers for the target
specification; retrieving a pool of communications addresses having
demographic information matching the target specification; conducting an
auction for the pool of communications addresses; and sending a winning
bidder's content to the pool of communications addresses.

18. The computer readable medium according to claim 17, further
comprising instructions for soliciting bids for the pool of
communications addresses.

19. The computer readable medium according to claim 17, further
comprising instructions for developing a fee for querying the database of
subscribers for the target specification.

20. The computer readable medium according to claim 17, further
comprising instructions for retrieving a content category associated with
the winning bidder's content.

Description:

COPYRIGHT NOTIFICATION

[0001] A portion of the disclosure of this patent document and its
attachments contain material which is subject to copyright protection.
The copyright owner has no objection to the facsimile reproduction by
anyone of the patent document or the patent disclosure, as it appears in
the Patent and Trademark Office patent files or records, but otherwise
reserves all copyrights whatsoever.

[0003] Targeted content is desirable. Subscribers have hundreds of
channels and thousands of music, movie, and other content choices. Many
subscribers thus only want content that matches their interests. Content
providers also want to target content to only those most receptive.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

[0004] The features, aspects, and advantages of the exemplary embodiments
are better understood when the following Detailed Description is read
with reference to the accompanying drawings, wherein:

[0005] FIG. 1 is a simplified schematic illustrating an environment in
which exemplary embodiments may be implemented;

[0006] FIGS. 2 and 3 are more detailed schematics illustrating the
operating environment, according to exemplary embodiments;

[0007] FIGS. 4-9 are flowcharts illustrating a method of targeting
content, according to exemplary embodiments;

[0008] FIG. 10 is a schematic illustrating a processor-controlled device,
according to exemplary embodiments; and

[0010] The exemplary embodiments will now be described more fully
hereinafter with reference to the accompanying drawings. The exemplary
embodiments may, however, be embodied in many different forms and should
not be construed as limited to the embodiments set forth herein. These
embodiments are provided so that this disclosure will be thorough and
complete and will fully convey the exemplary embodiments to those of
ordinary skill in the art. Moreover, all statements herein reciting
embodiments, as well as specific examples thereof, are intended to
encompass both structural and functional equivalents thereof.
Additionally, it is intended that such equivalents include both currently
known equivalents as well as equivalents developed in the future (i.e.,
any elements developed that perform the same function, regardless of
structure).

[0011] Thus, for example, it will be appreciated by those of ordinary
skill in the art that the diagrams, schematics, illustrations, and the
like represent conceptual views or processes illustrating the exemplary
embodiments. The functions of the various elements shown in the figures
may be provided through the use of dedicated hardware as well as hardware
capable of executing associated software. Those of ordinary skill in the
art further understand that the exemplary hardware, software, processes,
methods, and/or operating systems described herein are for illustrative
purposes and, thus, are not intended to be limited to any particular
named manufacturer.

[0012] As used herein, the singular forms "a," "an," and "the" are
intended to include the plural forms as well, unless expressly stated
otherwise. It will be further understood that the terms "includes,"
"comprises," "including," and/or "comprising," when used in this
specification, specify the presence of stated features, integers, steps,
operations, elements, and/or components, but do not preclude the presence
or addition of one or more other features, integers, steps, operations,
elements, components, and/or groups thereof. It will be understood that
when an element is referred to as being "connected" or "coupled" to
another element, it can be directly connected or coupled to the other
element or intervening elements may be present. Furthermore, "connected"
or "coupled" as used herein may include wirelessly connected or coupled.
As used herein, the term "and/or" includes any and all combinations of
one or more of the associated listed items.

[0013] It will also be understood that, although the terms first, second,
etc. may be used herein to describe various elements, these elements
should not be limited by these terms. These terms are only used to
distinguish one element from another. For example, a first device could
be termed a second device, and, similarly, a second device could be
termed a first device without departing from the teachings of the
disclosure.

[0014] FIG. 1 is a simplified schematic illustrating an environment in
which exemplary embodiments may be implemented. FIG. 1 illustrates a
client-server network architecture that delivers targeted content to one
or more client devices 20. A target server 22 communicates with a content
promoter's server 24 and with the client devices 20 via a communications
network 26. The target server 22 receives a target specification 28 from
the content promoter's server 24. The target specification 28 describes
one or more requirements that are associated with some content 30. The
target specification 28, in other words, describes one or more traits
that are more likely to appeal to an intended or targeted audience for
the content 30. The content promoter naturally wants the content 30
delivered to the client devices 20 that are more likely to positively
respond and, thus, purchase some product or service.

[0015] The target server 22 may then develop a pool 40 of candidate
addresses. The target server 22 retrieves client addresses that are more
likely to satisfy the content promoter's target specification 28. The
target server 22 queries a database 42 of subscribers for the content
promoter's target specification 28. The database 42 of subscribers
contains demographic information 44 associated with each client device
20. The database 42 of subscribers returns the pool 40 of candidates that
are associated with the target specification 28. Each candidate may
include an address that is associated with the target specification 28.
Each candidate may be a communications address (such as an Internet
Protocol address or email address), yet the communications address may
include a physical address.

[0016] A simple example may help explain the pool 40 of candidates.
Suppose a diaper advertiser wants a diaper advertisement sent to the
client devices 20 that are associated with diaper-age children. Perhaps
the broadest target specification 28 may be a demographic age between
twenty (20) and forty (40) years. The diaper advertiser, in other words,
only wants the diaper advertisement sent to the client devices 20 that
are associated with users between twenty (20) and forty (40) years of
age. Any client devices 20 associated with younger or older users may be
less inclined to purchase child diapers. The target server 22 queries the
database 42 of subscribers for the client devices associated with an age
field between 20 and 40 years (20K age <40). The database 42 of
subscribers returns the pool 40 of candidates that have some association
matching an age between 20 and 40 years. Regardless, the target server 22
has winnowed the database 42 of subscribers to retrieve only those client
devices 20 associated with the advertiser's target specification 28. This
example is simple, for the target specification 28 may be more
complicated (as later paragraphs will explain).

[0017] A candidate may be a member of multiple pools. Because the database
42 of subscribers contains the demographic information 44, some (or most)
client devices may be associated with multiple entries of the demographic
information 44. The demographic information 44 may contain very detailed
categories, such as hobbies, interests, travels, sports, income,
purchases, vehicles, address, and friends (as later paragraphs will
explain). A single subscriber, in other words, may be associated with
different and diverse demographic information 44. Most subscribers may
thus be members of multiple pools, depending on each target specification
28.

[0018] The target server 22 may impose a fee 50 for the pool 40 of
candidates. Because the database 42 of subscribers contains demographic
information 44 associated with each client device 20, the database 42 of
subscribers may contain valuable, even proprietary, information. The
target server 22 may thus charge the fee 50 for querying the database 42
of subscribers. The fee 50 may be a simple flat-fee for each query, or
the fee 50 may depend on the complexity of the target specification 28.
If the target specification 28 is simple and/or broadly defined, for
example, then the pool 40 of candidates may be large and broadly
targeted. If, however, the target specification 28 is complex and/or
narrowly defined, then the pool 40 of candidates may be small and
narrowly targeted. The target server 22, then, may impose the fee 50 for
retrieving the pool 40 of candidates. The fee 50 may depend on the
granularity or complexity of the target specification 28.

[0019] The target server 22 may even conduct an auction 60. The target
server 22 may have reduced the database 42 of subscribers to only those
client devices 20 most likely to respond to the target specification 28.
The target server 22 may "open up" competition for the pool 40 of
candidates by conducting the auction 60. Even though one advertiser may
have specified the target specification 28, other advertisers may wish to
compete for the same pool 40 of candidates. The target server 22, then,
may solicit multiple advertisers with the target specification 28 and the
resulting pool 40 of candidates. The target server 22 may accept bids 62
from different content promoters, and the winning bid 64 is selected.

[0020] The winning bidder may have its winning content 66 (e.g.,
advertisement) sent to the pool 40 of candidates. When any member of the
pool 40 of candidates requests content, the target server 22 sends the
winning content 66. The winning content 66 is sent to the communications
address (such as an Internet Protocol address) associated with the
requesting client device 20. The winning content 66 is thus targeted to
the demographic information 44 associated with the client device 20.

[0021] Before sending the winning content 66, though, the target server 22
may consult a database 70 of exceptions. The database 70 of exceptions
may store content exceptions 72 that are associated with each client
device 20. A client device 20, for example, may opt out of categories of
content that are objectionable to a user of the client device 20. Horror,
profanity, and sexual content are categories that many users may decline
to receive. The categories of content, however, may be specifically
defined to include financial advertisements, fast food advertisements,
and even diaper advertisements. So, before the winning bidder's winning
content 66 is sent to an individual device within the pool 40 of
candidates, the target server 22 may first compare a content category
associated with the winning content 66 to the content exceptions 72
stored in the database 70 of exceptions. If the content category matches
the content exceptions 72 associated with the client device 20, then the
target server 22 may decline to send the winning content 66 to the client
device 20. Here, then, the user of the client device 20 may opt out of
objectionable categories of content.

[0022] The database 70 of exceptions may also prohibit advertisements.
Here the user of the client device 20 may "buy out" of advertisements by
paying a fee. If a user wishes to receive content without advertisements,
here the user may subscribe to or pay a fee for elimination of
advertisements. The database 70 of exceptions may then store an
advertising-free indication 74. When the target server 22 queries the
database 70 of exceptions, the advertising-free indication 74 causes the
target server 22 to decline insertion or sending of advertisements to the
client device 20.

[0023] The database 70 of exceptions may also specify secondary content
76. When the target server 22 queries the database 70 of exceptions, here
the secondary content 76 is substituted for the winning content 66. The
secondary content 30 may be any content the user specifies or selects to
replace the winning content 66. The user, for example, may be willing to
pay a fee to receive ESPN® programming in place of the winning
content 66. Whenever the winning content 66 is to be sent to the user's
client device 20, the target server 22 may instead send the secondary
content 30 to the user's client device 20. Instead of one or more thirty
(30) second commercial, the user's client device 20 may instead receive
thirty (30) seconds of sports highlights from ESPN®.

[0024] Exemplary embodiments may be manually or automatically activated.
When any member of the pool 40 of candidates requests content, exemplary
embodiments may automatically activate to deliver targeted content (such
as the winning content 66 or the secondary content 30) to the requesting
client device 20. Targeted content, for example, may be automatically
inserted into an advertising slot in an Internet Protocol stream of data.
That is, exemplary embodiments may automatically deliver targeted
advertisements and/or programs in response to requests for content.
Exemplary embodiments, however, may also be manually performed when
desired.

[0025] FIGS. 2 and 3 are more detailed schematics illustrating the
operating environment, according to exemplary embodiments. Here the
target server 22 has a processor 80 (e.g., "μP"), application specific
integrated circuit (ASIC), or other component that executes a targeting
application 82 stored in a memory 84. The targeting application 82 may
cause the processor 80 to produce a graphical user interface ("GUI") 86.
The graphical user interface 86 is illustrated as being visually produced
on a display device 88, yet the graphical user interface 86 may also have
audible features. The targeting application 82, however, may operate in
any processor-controlled device, as later paragraphs will explain.

[0026] The target server 22 builds and/or accesses the database 42 of
subscribers. The database 42 of subscribers is illustrated as being
locally stored in the memory 84, but the database 42 of subscribers may
be remotely accessed and maintained at any location in communications
network (illustrated as reference numeral 26 in FIG. 1). Regardless, the
database 42 of subscribers stores a communications ("Comm") address 90
associated with each client device 20. The database 42 of subscribers
also relates each communications address 90 to the demographic
information 44. FIG. 2, for example, illustrates the database 42 of
subscribers as a table 92 that maps, relates, or otherwise associates the
communications address 90 to various entries of the demographic
information 44. Each communications address 90, for example, may be
associated with a physical address 94. If the database 42 of subscribers
is compiled by an Internet Service Provider or by a network provider, the
physical address 94 may be a subscriber's billing address or an address
at which equipment is installed or maintained. The database 42 of
subscribers may also relate each communications address 90 to a name 96,
such as a subscriber's name or a user's name. Each communications address
90 may be associated with device information 98, such as a manufacturer,
model, or component name.

[0027] The database 42 of subscribers may store other demographic
information 44. The database 42 of subscribers may include any
information that is publically obtained. Because the name 96 and physical
address 94 may be known from subscriber records, the subscriber's name 96
and physical address 94 may be used to query other databases. The name 96
and physical address 94, for example, may be used to query governmental
databases, such as property databases, tax databases, and litigation
databases. The database 42 of subscribers may thus store property
information 100, tax information 102, and litigation information 104
associated with each communications address 90. The property information
100, for example, may describe real and/or personal property for which
taxes are paid and/or which are tracked by local, state, or Federal
governments. If income 106 is not publically available from a tax
database, then a subscriber's income information 106 may be inferred from
the property information 100 (e.g., the value of a residence). Each
communications address 90 may be associated with any information that may
be obtained from, or inferred from, publically available databases.

[0028] Motor vehicle registrations provide an example. Many states
maintain online databases of motor vehicle registrations. Because the
name 96 and physical address 94 may be known from subscriber records, the
subscriber's name 96 and physical address 94 may be used to query
databases storing motor vehicle registrations (such as databases
maintained by a Department of Motor Vehicles and/or Secretary of State).
The database 42 of subscribers may thus store motor vehicle information
108 that describes cars, trucks, trailers, boats, and other vehicular
information. Exemplary embodiments may then use the motor vehicle
information 108 to obtain or to infer the make, model, and year of cars,
boats, airplanes, trailers, and other vehicles owned by the subscriber.

[0029] The database 42 of subscribers may also store demographic
information 44 from private databases. Because the subscriber's name 96
and physical address 94 may be known from subscriber records, known
demographic information 44 may be used to query private databases. Social
networking databases (such as FACEBOOK®) may be searched for the
subscriber's name 96 and physical address 94. Pictures and personal
information may be obtained. Department store records, credit card
records, and financial/banking records may also be searched. Whatever
information that can be retrieved and associated to the client device's
communications address 90 may be stored in the database 42 of
subscribers.

[0030] The private databases may yield a wealth of information. Suppose a
social networking database is searched for the subscriber's name 96 and
physical address 94. If a picture of the subscriber is retrieved, the
picture may reveal hair color, clothing styles, eyeglasses, height,
weight, and other physical traits. Text, blogs, or daily diaries may
reveal travel destinations, daily habits, names of friends, likes and
dislikes, and other personal information.

[0031] The database 42 of subscribers may also store content information
110. The content information 110 describes current and/or historical
content sent to the client device's communications address 90. The
content information 110 may be any information that helps identify what
content is delivered to each client device 20. The content information
110, for example, may be a time/channel log of content titles showing
what content is or was received during a period of time. Content logs,
however, may be cumbersome, especially for content heavy users. The
content information 110, then, may be simplified as a measure of received
content, such as a daily/weekly/monthly total or an average rate (e.g.,
bits per second) during a period of time that is delivered to each
communications address 90.

[0032] The database 42 of subscribers is thus a rich repository of
information. If the name 96 and/or the address 94 can be obtained, then
exemplary embodiments may build the diverse, even comprehensive,
repository of information associated to the client device's
communications address 90. An Internet Service Provider and/or a network
provider may thus utilize their subscriber records to compile the
database 42 of subscribers. Any entity, in fact, may use their subscriber
information to develop a comprehensive repository of the demographic
information 44. The database 42 of subscribers may thus store valuable
information that advertisers and other content promoters may covet.

[0033] FIG. 3 illustrates a pool request 120, according to exemplary
embodiments. The content promoter's server 24 sends the advertiser's pool
request 120 to the target server 22. The pool request 120 may include the
target specification 28 describing one or more demographic requirements
associated with the promoter's content 30. The content promoter wants the
content 30 targeted to the client devices 20 that are more likely to
positively respond, so the target specification 28 describes one or more
demographic traits desired by the client devices 20.

[0034] The targeting application 82 may first determine the fee 50
associated with the advertiser's pool request 120. Because the database
42 of subscribers contains valuable, even proprietary, demographic
information 44 associated with each client device 20, the targeting
application 82 may impose the fee 50 to develop the pool 40 of candidates
that are associated with the target specification 28. The targeting
application 82, in other words, may charge the content promoter the fee
50 for querying the database 42 of subscribers for the target
specification 28. While the fee 50 may be a simple flat-fee for each
query, the fee 50 may depend on the complexity of the target
specification 28. If the target specification 28 requires only a simple
query, then the fee 50 may be less. When, however, the target
specification 28 is complex and/or narrowly defined, then the database 42
of subscribers may need to be refined to include the desired data. The
fee 50 may thus depend on the granularity or complexity of the target
specification 28.

[0035] An example may help explain different fee structures. Suppose the
content promoter (or "advertiser") is willing to pay different fees for
different target specifications 28. The advertiser, for example, may be
willing to pay a small fee (e.g., $0.000001) per general impression in a
web search listing. The advertiser, however, may be willing to pay $0.05
per impression for confirmed left handed motorcycle owners in the 90210
ZIP code watching the program "COPS" between the hours of 1100 and 1400.
The advertiser is thus willing to pay a fee based on the granularity of
the target specification 28. If the database 42 of subscribers does not
contain the demographic information 44 to accurately satisfy the detailed
target specification 28 (such as the "left handed" requirement), then
data must be gathered to determined right or left handedness. The
database 42 of subscribers may thus need refinement to include "left
handed" demographic information 44. The fee 50 may thus represent the
data collection efforts to satisfy the granularity or complexity of the
target specification 28.

[0036] The fee 50 may also represent an exclusive or non-exclusive pool.
Once the fee 50 is determined, the target server 22 may send a response
122. The response 122 is sent to the content promoter's server 24, and
the response 122 may include the fee 50 associated with the target
specification 28. The fee 50, however, may also represent an exclusive or
non-exclusive effort. If the advertiser or content promoter wants
exclusive use of the pool 40 of candidates that are associated with the
target specification 28, then the fee 50 may increase to reflect the
exclusivity of the search results. An exclusive pool 40 of candidates, in
other words, is only available for use by a paying advertiser. Only the
advertiser's content 30 will be sent to the pool 40 of candidates. Other
advertisers (such as competing advertisers) may be excluded from the same
pool 40 of candidates for a period of time 124. If FORD® pays for an
exclusive pool 40 of candidates, then TOYOTA®, GENERAL MOTORS®,
and HOME DEPOT® may not have their advertisements sent to the same
pool 40 of candidates. If, however, the advertiser is not willing to pay
a surcharge for exclusive use of the pool 40 of candidates, then the fee
50 for the target specification 28 may be non-exclusive.

[0037] The content promoter or advertiser may thus choose exclusivity.
When the content promoter's server 24 receives the response 122, the
response 122 may include an exclusive fee 126 and a non-exclusive fee
128. The exclusive fee 126 is charged for exclusive use of the pool 40 of
candidates, while the non-exclusive fee 128 allows other advertisers to
send content to the same pool 40 of candidates. The content promoter or
advertiser may thus send an acceptance 130 to the target server 22. The
acceptance 130 accepts either the exclusive fee 126 or the non-exclusive
fee 128 to develop the pool 40 of candidates associated with the target
specification 28. A denial, of course, declines both the exclusive fee
126 and the non-exclusive fee 128.

[0038] FIGS. 4-9 are flowcharts illustrating a method of targeting
content, according to exemplary embodiments. The target server 22
receives the advertiser's pool request 120 including the target
specification 28 (Block 140). The targeting application 82 determines the
exclusive fee 126 and/or the non-exclusive fee 128 associated with the
target specification 28 (Block 142). The targeting application 82 sends
the response 122 including the exclusive fee 126 and/or the non-exclusive
fee 128 (Block 144). The content promoter's server 24 sends the
acceptance 130 to the target server 22, and the acceptance 130 is
received (Block 146). The acceptance 130 is then inspected (Block 148).
If the exclusive fee 126 is declined (Block 150), then the flowchart
continues with Block 200 of FIG. 7. If the exclusive fee 126 is accepted
(Block 150), then the database 42 of subscribers is queried for the
target specification 28 (Block 152). The search results yield the pool 40
of candidates that are associated with the target specification 28 (Block
154).

[0039] The flowchart continues with FIG. 5. Even though the pool 40 of
candidates is known, some members may have "opted out" of some kinds of
content. FIG. 5, then, illustrates checks that remove a member from the
pool 40 of candidates. Before any content is sent to the pool 40 of
candidates, the database 70 of exceptions may be queried for a member's
communications address (Block 160). The database 70 of exceptions may
store objectionable categories of content associated with each client
device 20. The database 70 of exceptions may also store the
advertising-free indication 74 that causes the target server 22 to
decline insertion or sending of advertisements to the client device 20.
The database 70 of exceptions may also specify the secondary content 30
that is substituted for advertising content. When the database 70 of
exceptions is queried for the member's communications address (Block
160), the database 70 of exceptions returns the objectionable categories
of content, the advertising-free indication 74, and/or the secondary
content 30 associated with each client's communications address (Block
162). If the content category associated with the requesting content
promoter's content 30 (who paid the exclusive fee 126) matches the
content exceptions 72 associated with the client device 20 (Block 170),
then the target server 22 may remove the member's communications address
from pool 40 of candidates (Block 172). Because the member does not wish
to receive objectionable categories of content, then the target server 22
may remove the subscriber from the pool 40 of candidates. If the
advertising-free indication 74 is retrieved (Block 174), then the target
server 22 may also remove the member's communications address from pool
40 of candidates (Block 172). The member does not wish to receive
advertising content, so the member is removed from the pool 40 of
candidates. If the secondary content 30 is retrieved (Block 176), then
the target server 22 may also remove the member's communications address
from pool 40 of candidates (Block 172). The member has specified that the
secondary content 30 is to replace targeted advertisements and
programming, so the member is removed from the pool 40 of candidates.

[0040] The flowchart continues with FIG. 6. After the pool 40 of
candidates has been filtered for those communications addresses that
"opted out" of targeted content, then the remaining addresses in the pool
40 of candidates are retrieved (Block 180). The remaining pool 40 of
candidates (e.g., a listing of communications addresses associated with
the target specification 28) may be sent or returned to the requesting
advertiser's server (Block 182). The remaining pool 40 of candidates may
also be sent to a content server (Block 184). When content is requested
by a member of the pool 40 of candidates, the advertiser's content (who
paid the exclusive fee 126) associated with the target specification 28
is exclusively selected and sent, according to the terms associated with
the exclusive fee 126 (Block 186).

[0041] The flowchart continues with FIG. 7. If the exclusive fee 126 is
not accepted (see Block 150 of FIG. 4), then the advertiser or content
promoter either accepted the lesser non-exclusive fee 128 or declined in
toto to pay for the resultant pool 40 of candidates. The method, then,
may enter an auction mode of operation (Block 200). Because the
requesting advertiser or content promoter declined to pay for exclusive
use of the search results, bids may be solicited from other advertisers
who may covet the target specification 28. A list of content promoters is
retrieved from memory (Block 202). The list of content promoters may
include communications addresses (such as email addresses, physical
addresses, or server addresses) to whom solicitations are sent (Block
204). Each solicitation may include the target specification 28. The
content promoters review the target specification 28 and decide whether a
formal bid is best for their content. Each content promoter, who wishes
to participate, submits a bid, and the bids are received (Block 206). The
database 42 of subscribers is queried for the target specification 28
(Block 208). The search results yield the pool 40 of candidates that are
associated with the target specification 28 (Block 210).

[0042] Again, though, some members may have "opted out" of content. FIG.
7, then, again illustrates checks that remove a member from the pool 40
of candidates. The database 70 of exceptions may be queried for a
member's communications address (Block 212). The database 70 of
exceptions returns the objectionable categories of content, the
advertising-free indication 74, and/or the secondary content 30
associated with each client's communications address (Block 214).

[0043] The flowchart continues with FIG. 8. If the content category
associated with the requesting content promoter's content 30 (who paid
the non-exclusive fee 126) matches the content exceptions 72 associated
with the client device 20 (Block 220), then the target server 22 may
remove the member's communications address from pool 40 of candidates
(Block 222). If the advertising-free indication 74 is retrieved (Block
224), then the target server 22 may also remove the member's
communications address from pool 40 of candidates (Block 222). If the
secondary content 30 is retrieved (Block 226), then the target server 22
may also remove the member's communications address from pool 40 of
candidates (Block 222).

[0044] The flowchart continues with FIG. 9. After the pool 40 of
candidates has been filtered for those communications addresses that
"opted out" of targeted content, then the remaining addresses in the pool
40 of candidates are retrieved (Block 230). Because the auction mode of
operation has been entered, and bids have been received, the bids are
evaluated (Block 232) against each other and/or against auction rules. A
winning bid is selected (Block 234). Here, then, even though a content
promoter requested the target specification 28, other content promoters
are able to bid for the same target specification 28. The remaining pool
40 of candidates may be sent to the original, requesting content promoter
that paid the non-exclusive fee 128 (Block 236). The remaining pool 40 of
candidates, however, may also be sent to the winning bidder (Block 238).
Exemplary embodiments, however, may optionally deny the winning bidder
access of the pool 40 of candidates. Even though the winning bidder may
have their content deliver to the pool 40 of candidates, the winning
bidder may be denied the actual names/addresses within the remaining pool
40 of candidates. Privacy or proprietary concerns may prevent pool
members from being revealed to the bidders and/or the winning bidder. The
pool 40 of candidates, however, may also be sent to the content server
(Block 240) to facilitate delivery. When content is requested by a member
of the pool 40 of candidates, then the content 30 associated with either
the original, requesting content promoter (who paid the non-exclusive fee
126) and/or the winning content 66 is selected (Block 242).

[0045] Bidders may submit conditions for their bids. Some bidders, for
example, may bid for exclusive use of the resultant pool 40 of
candidates. Some bidders may specify dates and/or times for which their
content is delivered. Some bidders may even establish maximum spending
parameters at any level of bid. A bidder, for example, may set a total
maximum bid of $10,000,000, with no more than $1,000,000 per day
incurred. Moreover, the bidder may be less interested in general requests
for content that match broad categories of demographics. The bidder,
then, may specify that only $1,000 per day be incurred on general
requests for advertising content (e.g., generic "give me content"
requests for any content).

[0046] Two different parties may thus be associated with the same target
specification 28. If the original, requesting content promoter only
agreed to the non-exclusive fee 126, then the auction also resulted in
the winning bidder. Potentially two different parties have thus paid a
fee (or other consideration) for the same pool 40 of candidates that are
associated with the target specification 28. That is, the original,
requesting content promoter paid the non-exclusive fee 126 to develop the
pool 40 of candidates, and the winning bidder submitted the winning bid
64 for the same pool 40 of candidates. Two different parties may thus be
associated with the same target specification 28 and the same pool 40 of
candidates. If two advertisements are sent to a member of the pool 40 of
candidates, then each content promoter may have their respective content
sent to the member's communications device. When, however, only a single
advertisement is sent, then some priority scheme must decide which
content is delivered. An auction rule, for example, may establish that
the original, requesting content promoter (who agreed to pay the
non-exclusive fee 126) may have priority over the winning bidder's
winning content 66. The winning bid 64, however, may include a proviso or
condition that the winning content 66 has priority over the original,
requesting content promoter. If the original, requesting content promoter
is informed of the winning bid 64, the original content promoter may be
given an opportunity to pay the exclusive fee 126 for exclusive use of
the search results. The winning bidder may also be given an opportunity
to pay the exclusive fee 126 for exclusive use of the search results. The
auction mode of operation may thus result in higher fees for the pool 40
of candidates associated with the target specification 28.

[0047] FIG. 10 is a schematic illustrating still more exemplary
embodiments. FIG. 10 is a generic block diagram illustrating the
targeting application 82 operating within a processor-controlled device
300. FIGS. 1-3 illustrate the targeting application 82 operating within
the target server 22. As paragraph [0020] explained, though, the
targeting application 82 may operate in any processor-controlled device
300. FIG. 7, then, illustrates the targeting application 82 stored in a
memory subsystem of the processor-controlled device 300. One or more
processors communicate with the memory subsystem and execute the
targeting application 82. Because the processor-controlled device 300
illustrated in FIG. 7 is well-known to those of ordinary skill in the
art, no detailed explanation is needed.

[0049] Exemplary embodiments may be physically embodied on or in a
computer-readable storage medium. This computer-readable medium may
include CD-ROM, DVD, tape, cassette, floppy disk, memory card, and
large-capacity disks. This computer-readable medium, or media, could be
distributed to end-subscribers, licensees, and assignees. These types of
computer-readable media, and other types not mention here but considered
within the scope of the exemplary embodiments. A computer program product
comprises processor-executable instructions for targeting content to the
pool 40 of candidates based on the demographic information 44.

[0050] While the exemplary embodiments have been described with respect to
various features, aspects, and embodiments, those skilled and unskilled
in the art will recognize the exemplary embodiments are not so limited.
Other variations, modifications, and alternative embodiments may be made
without departing from the spirit and scope of the exemplary embodiments.